The first time event, for which tickets start at $500 (call 804.828.8384, ext. 113 for details), will raise money for a scholarship at the Adcenter, the graduate program in advertising at Virginia Commonwealth University in Richmond, Va. Roasters lined up for the evening include Dusenberry, Ted Sann, Michael Patti, Cheryl Berman, Jim Ferguson and Steve Hayden. But, given Pytka's gruff reputation, was it difficult to find people to fan the flames? "It was easy to find people who want to pay him back," Boyko says. "I'm still getting calls from people who would like to roast him. But, in the end, they are all paying their respects for a great body of work."